It’s Giving Slang: The Impact of Explicit Gen Z Authorship Acknowledgement on Gen Z Perceptions of Brand Authenticity and Humor in TikTok Ads

Abstract

In an increasingly digital world, brands seek to connect authentically with Generation Z audiences through platforms such as TikTok. This study examines how explicit acknowledgment of Gen Z authorship in TikTok-style advertisements influences audience perceptions of authenticity, humor, and connection. Participants (n = 195), all members of Gen Z, viewed one TikTok-style ad with slang (either with or without explicit acknowledgment of Gen Z authorship) and one traditional ad without slang. They then rated each advertisement on measures of authenticity, self-awareness, amusement, brand positivity, and engagement likelihood. Results from a series of one-way ANOVAs revealed that traditional ads were rated significantly more authentic and less effortful in their humor, while explicit Tiktok-style ads were rated as significantly more amusing. However, there were no significant effects of ad condition on perceived self-awareness, brand positivity, or engagement likelihood. These findings suggest that while cultural fluency and self-awareness are valuable marketing tools, overt signaling of cultural alignment may backfire, highlighting the importance of thoughtfulness and genuine connection when engaging Gen Z audiences.